1900 - today

Until the beginning of the 20th century, chocolate remained
the exclusive privilege of the rich and famous. Chocolate remained
extremely expensive due to very high cocoa and sugar prices in the
19th century. For the chocolate manufacturers, growth of the
chocolate market could only be achieved by growth of the
high-income group.

Around 1900, the prices of the two main ingredients for
chocolate – cocoa and sugar – dropped tremendously. In addition,
the liberalization of the cocoa trade and the abolition of
government taxes on cocoa lead to a growing democratization of
cocoa and chocolate. As a consequence, in ten years time, chocolate
became affordable for a growing number of mainly middle class
consumers in the first half of the 20th century.

In Italy, Francesco Buitoni, a relative of the
renowned pasta making family, starts developing his chocolate
activities in 1907. In 1922 he invents and markets the famous
“baci”, which means kisses in Italian. These are small chocolates,
wrapped in silver paper that contain a love message. Chocolate and
romance go hand in hand.

Across Europe, the end of the 19th century and the beginning of
the 20th century saw the establishment of the big names in the
chocolate world: such as our own brand
Callebaut®, who started
producing chocolate for bakers, chocolatiers and pastry chefs.

The beginning of the 20th century announced the boom in
industrialization of chocolate production all over
Europe and the U.S. Countries like Belgium employed 2200 people in
1910, a number which grew to 6180 in 1937. This gives a clear
indication of the increase in volumes produced.

A Belgian invention in the 1920s was the chocolate bar. Across
Europe chocolate tablets of about 150g had become real bestsellers.
Belgium was the first country to reduce the size to 30g and 45g and
form it into a tablet shape, which was taken over by many foreign
producers. The chocolate bar became a popular, affordable snack for
an ultimate and individual indulging experience.

A third major (again Belgian) invention was made by
Frans Callebaut, one of the owners of the
Callebaut® brand. He thought of a
way to produce couverture (couverture is chocolate with a high
cocoa butter/milk fat content, mainly for professional use) and to
stock and transport it in its liquid form. This revolutionary
process avoided the need for chocolate to be solidified first in
blocks, tablets or bars and allowed it to be delivered directly to
the food manufacturers. This also lowered the production cost of
chocolate which made it possible to integrate chocolate in a whole
new range of foodstuffs, such as breakfast cereals, bread &
butter spreads, filled bars, candy bars.

After the World War I, slowly but surely chocolate gained a new
status in Mid Europe and the U.S. that changed it from an exclusive
treat to a mass consumption foodstuff. Before World War I, the
working class in Europe was only able to taste and enjoy chocolate
on very special and rare occasions, like at Christmas or on
birthdays. Low incomes and high chocolate prices still made it a
luxury item. All this changed after World War I, with a new wave of
industrialization and automation in chocolate production, with
Belgium at the forefront in maximizing cost efficiency.

The development of chocolate products was also boosted to high
levels. No longer was it limited to drinks and pralines, but an
almost never-ending range of new possibilities in hollow figures,
candy bars, filled eggs, truffles, biscuits, ice cream sticks,
bread and breakfast buns developed.

From World War II until today, the differences in chocolate
consumption volumes between laborers, clerks and the highest income
groups have almost disappeared. It seems though that workers tend
to prefer chocolate in tablets and (candy) bars, whereas the higher
income groups are more seduced by pralines.

The major reasons for the successful introduction of chocolate
to lower and moderate income families was not merely the lower
price at which chocolate products were sold by the 1930s and 1940s.
Historians indicated that in the inter-war period and after,
chocolate was the cheapest foodstuff per kilocalorie compared to
eggs or meat. Many workers therefore saw a chocolate bar as a
delicious and very convenient foodstuff that enabled them to
recuperate very rapidly from heavy labor.

But also the common belief that chocolate had strengthening
powers, that it could promote your love life and the fact that it
enjoyed a luxury product status that became affordable, made it
very attractive.

The massive growth in the chocolate market was established
between the World War II and the 1980s. Consumption became more and
more integrated in daily dietary habits.

Through new product developments, chocolate also became an
appreciated tastemaker in a wide variety of new and nutritious
foodstuffs.

Since the 1990s, many consumers have shown a more balanced and
sober attitude towards food in general than in the eighties. Health
became very closely related to what we eat. Whereas the eighties
were based on eliminating and prohibiting all kind of sugars and
fats from our diet, the nineties added them back again but in a
moderate and often pure and natural form: organic, kosher, or 100%
vegetable chocolate was produced

The big difference was that from the nineties on, enjoying food
and healthy food were valued as equally important. This explains
why chocolate remained popular: for millions of people, chocolate
provided the ultimate pleasure and enjoyment and was considered as
pure and healthy when moderately consumed.

The end of the nineties and the beginning of the 21st century
gave a new impulse to chocolate. More and more consumers worldwide
actively search for food that is not only delicious but also
carries some functional benefits for their health and body.
Scientific studies on cocoa and chocolate have already revealed a
lot of potential benefits from moderate consumption of cocoa and
chocolate, and there is more expected. Maybe the Spanish doctors
and early scientists back in the 17th century got it right after
all when it comes to the nutritious and health benefits of the
cocoa bean and chocolate.